Despite their modern reputation, the original Luddites were neither opposed to technology nor inept at using it. Many were highly skilled machine operators in the textile industry. Nor was the technology they attacked particularly new. Moreover, the idea of smashing machines as a form of industrial protest did not begin or end with them. In truth, the secret of their enduring reputation depends less on what they did than on the name under which they did it. You could say they were good at branding.